"One thing could be there are just so many incidents of data breach happening … people consider it typical," Dr Chen speculated.

"It's the norm of this digital world."

These incidents can also feel quite abstract, Dr Cross added.

Consider the compromising of more than 359 million MySpace accounts or more than 164 million LinkedIn accounts — these are almost unimaginable numbers.

For victims, there's also a difference of perception between your details being lost or stolen and actual misuse of that information — in the form of identity theft, for example, which is estimated to cost Australia $2.2 billion each year.

"They're just one small individual within an entire group, and they don't feel that they are particularly valuable in terms of a target," she said.

Real-world effects

New America's Peter Singer suggested we won't see decisive action from government on these issues until breaches begin to have a dramatic impact in the physical world.

Connected devices, from fridges that can be accessed online to driverless cars, will make this more dangerous — and likely.

You might start caring more when a hacker uses stolen credentials to turn your lights on and off remotely.

"I think … what will inevitably happen is some type of bad outcome," Mr Singer added.

"An outcome that causes large-scale physical damage, an incident where someone loses their life, and that's when … we'll get regulation."

A badly handled data breach can also dent a company's reputation.

Take Uber, which initially tried to cover up the exfiltration of the names, email addresses and mobile phone numbers of 57 million users.

Mr Hunt also sees companies being judged harshly if a breach exposes their poor security posture, such as storing passwords in plain text without cryptographic protection.

On the flip side, he cited the Red Cross Blood Service's reaction as "the gold standard" after it lost donor information in 2016.

The group was swift to act and tell the public — and was apologetic throughout.

As data breaches continue, Mr Hunt hopes people will avoid fatigue and take control: get a password manager, make all passwords unique and turn on two-factor authentication.

"These are really basic things that we can all do, and they fundamentally change the impact of a data breach," he said.

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